Kettle announces NPD

kettleThe launch of the new Kettle Veg Chips range aims to reinvigorate the Veg Chips sector and help operators maximise opportunity and drive new customers into the category. The Vegetable Crisps market is currently worth £15.3m but sales are down by 4.4% year on year. 14% of households currently buy into the category (vs 55% for premium potato crisps) highlighting a huge opportunity of 11 million potential households for future growth. Research indicates that consumers currently find the category confusing to shop, with limited options to choose from. The great standout from our new Kettle Veg Chips packaging will help drive awareness and interest in the sector.

The new Kettle Veg Chips sharing range offers a top quality mix of parsnip, sweet potato and beetroot chips in a selection of three tasty seasonings – Lightly Salted, new Honey & Black Pepper and new Sea Salt & Balsamic Vinegar. The seasonings have been carefully selected to complement the vegetables and offer a tasty alternative to potato crisps. A handy pack is also available in Lightly Salted for individual snacking occasions and offers something a little different to traditional crisps. The new packaging clearly represents the seasonings with distinctive colour coding providing strong stand-out on shelf, aiding consumer selection.

Nicola Robinson, Kettle Foods Sales Director said: “Kettle Veg Chips represent a fantastic opportunity for retailers to capitalise on the continuing consumer trend towards more premium snacking options. As the UK’s number one premium crisp brand, coupled with our seasoning expertise, we are confident that we will delight consumers and drive fantastic growth into the Vegetable Chips market.”